NDC Thematic Branding - Emotive Design (2021)
For the month of March, the team, led by Adriane and Syahrul, has developed the visual identity of Emotive Design for the monthly thematic programme by DesignSingapore.
The identify concept is based on Donald Norman’s Three Levels of Processing: Visceral, Behavioural, and Reflective, which work together to determine a person’s emotional state and are key to creating design that engages people on an emotional level.
The team looked into reflecting the 3 principles prominently, and narrated the research with illustrations of the eye, hand, and brain that are heavily linked to evoking or stirring our emotions.
Displayed at various locations within the NDC building — which acted as blank canvases, the bright and vibrant programme banner captured the eyes of the public to elicit a response, conveying the theme aptly.
Client: National Design Centre/Design Singapore
Discipline: Graphic Design, Branding
Project Team: Adriane Lee, Syahrul Salleh, Kelly Boon, Nafisah Abu Bakar
“Engaging individuals on an emotional level through design!”
